I'm sure BooksOnBoard would love to be able to say, "yeah, our books are a couple of bucks more... but HAVE NO ADS!"

I'd buy from them!

Er, are they DRM-free? Because if so, that would be even more awesome. I have a Kindle, because I share books with the five other people with Kindles on that same account (or maybe it's just that I just inflict my Star Trek books on them), but I'll go to the extra time and trouble of uploading non-DRM books onto my Kindle.